The design industry was full of mixed reactions with Pepsi’s introduction of their new logo! This popular drink carries a rich logo history that is sure to entertain you. Pepsi has been a huge name since it was launched by founder Caleb D. Bradham in 1898.
Years prior, however, the drink was referred to as “Brad’s drink” which was ultimately rebranded into the drink we know today. Join us as we take a trip down memory lane and get to know Pepsi and its logo history. Get inspired by their story and experiment with our logo maker to create your own logo today!
Its beverage logo has a history that cola lovers and graphic designers can learn from. To cover all the bases, we are going to talk about the following points:
Get ready to dive into Pepsi’s logo history design evolution.
Meet the Designers
You’ll learn that the Pepsi logo has undergone many changes in terms of design. In this section, we will discuss the people that influenced the design in major ways.
The minds behind this beverage symbol can be a source of inspiration for designers and aspiring business leaders out there. Readers can pick up fun facts and maybe even discover something new about the brand.
Caleb Bradham
There are different stories behind the rebranding of Brad’s Drink in 1898. Some say it is a portmanteau of the words pepsin and cola. However, the company’s official website says that the pharmacist bought the name “Pep Kola” from a competing brand. He later changed this catchy name to the name we know today.
This change was paired with an all-new script logo created by Bradham himself. The logo may look similar to another brand you know and love. It has similarities with the wordmark of Coca-Cola which had a logo inspired by the Spencerian script.
Like many entrepreneurs today, this small-town inventor had a knack for creating DIY logos.
Why don’t you try using a business logo maker to create a strong branding kit? You can customize professionally made logo templates to make them even better. The tool lets users be creative with fonts, colors, and other graphic elements, resulting in unique brand marks that stand out.
Arnell Group
Arnell Group created the “Breathtaking” Pepsi globe. The company’s redesign of the Pepsi globe became a polarizing topic in the industry. Some called it “nonsensical”, while others called it clever. Say what you will about the project, but it definitely created a mark in Pepsi history.
The firm closed down in 2013 after almost 30 years of operations.
Gerard Huerta
This is the American designer responsible for the present logo. He specializes in typography, branding, and illustration. The contemporary designer has worked with big brands such as Conde Nast, HBO, Bob Dylan, Adweek, Swiss Army Brands, and Calvin Klein, among others.
For the redesign project, Huerta took inspiration from the drink’s sleek packaging.
Meanings and Theories
With every popular logo, comes bizarre conspiracies. You can expect quite a few notable speculations about this drink’s symbol.
Is dead?
Yeah, you read that right. People allegedly found a cryptic message in the most recent redesign of this brand logo.
When viewed upside down, the wordmark reads as “isded”. Who exactly is dead? What does it mean? Regardless of the situation, the internet responded to the discovery with memes and other jokes.
To this day, the internet considers this logo to be one of the most popular hidden symbols in big brand logos.
1, 2, 3, Smile
The current version of the Pepsi globe is said to resemble a grin, making audiences associate the drink with happy times and celebrations. This swirl brings in good vibes. It is also a design element that can help draw eyes to the design.
Brands adding smiley faces to their logos aren’t new. Big brands that use this welcoming emotion in their logo design include Amazon, Argos, and Crayola among others.
The shockingly true story
The new globe design is said to represent the magnetic fields, DNA, innovation, the golden rectangle, and more. You can read that again. How do these themes all connect to the fizzy drink? The firm that led this redesign explains it in a document people describe as “Da Vinci-esque.”
Arnell Group explains this one of a kind redesign as:
“The vocabulary of truth and simplicity is a recurring phenomena in the brand's history. It communicates the brand in a timeless manner and with an expression of clarity. Pepsi BREATHTAKING builds on this knowledge. True innovation always begins by investigating the historic path. Going back-to-the-roots moves the brand forward as it changes the trajectory of the future.”
In fact, the design document created by the Arnell Group is 27 pages long. It was strategically crafted to become viral. So, did it work? It definitely did. Media outlets published various stories about the new globe. Pepsi reportedly paid the Arnell Group a million dollars for this redesign.
The Timeline
Now we’ve discussed the story of this recognizable logo. We’re all set to discuss the brand’s journey to its current modern logo design.
1898
This spikey script wordmark was the first logo of the drink. Designed by Caleb Bradham himself. It is a bit hard to read because the glyphs have such thin strokes while being closely spaced.
Designing logos by hand was definitely common back then. Even the brand’s competitor, Coca-Cola, got its logo through a DIY process. Coca-Cola got its wordmark from Frank M. Robinson who is the bookkeeper of the inventor.
The 1898 logo differs from the previous brand logo when the drink was still called Brad’s Drink. Previously, the drink’s calligraphy logo looked like the complete opposite of the 1898 version. The blue logo design had weightier serif text to give life to the brand mark.
1905
A few years later, the brand eventually revised the design with broader strokes. The spike details were removed, making the design simpler and adaptive.
You’ll also notice the banner hanging at the edge of the letter C. It adds a dramatic flair to the design which aids in drawing attention to the Pepsi logo.
1940
After years of being connected, the letters P and C eventually became separate glyphs. However, it resulted in a refined typography logo. The font combination created a good contrast between the script and sans serif fonts.
This version of the Pepsi typography is definitely bolder and more refined than the other ones we’ve seen so far.
1950
Pepsi’s wordmark no longer stood alone. For the ‘50s redesign, the brand released a bottle cap logo. The element served as a frame for the wordmark which made it pop out even more. This illustration also featured a new addition to the brand color scheme. Adding the color blue created a lively design for the beverage company.
It is also worth noting that this patriotic color scheme was introduced after the second world war. This is one of the brand’s efforts to connect to their country’s audience and relevant world events.
1962
The world bid goodbye to “cola” in the Pepsi wordmark. Spoiler alert: it hasn’t made a comeback. Or at least not yet.
The 1962 version is a front view of the bottle cap logo. It’s an eye-catching stamp symbol that adapts well to different applications. Whether it be on digital ads or on printed label materials, the logo can easily be incorporated into the design. This is all thanks to the changes made in the new font and shape to make the symbol a lot more readable.
1973
To crimp or not to crimp? That is the question. In 1973, the brand finally decided to omit the decorative border of their brand logo. The removal of this spiky detail gave way to this orb figure called the globe.
1991
The first redesign that was done to the logo in the ‘90s has a sporty feel to it. The Pepsi wordmark was taken out of the globe for good. The text found its place atop the globe and a bold red line that adds emphasis to the symbol. It was also italicized to give it a dynamic and innovative look.
1998
To mark the company’s first century, a new circle logo was released to commemorate the event. You’ll notice that this design has more visual depth to it than its previous version. The use of lighting and gradient colors in the design helps catch the attention of audiences.
This is also the first time the wordmark was written with an outlined font.
2003
The brand improved the depth of its design in this version, featuring new details. This includes the water droplets on the globe and more colors to add a striking effect. In terms of placement, the 2003 version switched it up by putting the globe atop the text.
This Pepsi logo version carries a lot of era-appropriate influences like 3D and futuristic styles.
2008
From the 3D inspired design, the logo adapted to the flat design movement. This continues to be the trend today. Brands like Google, BMW, and the likes have redesigned their flat logo to create a crisp graphic mark.
As mentioned, the current globe is designed by the Arnell Group. While the typography is the work of Gerard Huerta in a font he created called Pepsi Light. Each element of the design contributes to making the design appear more updated.
Going for a clean, two-dimensional logo allowed the brand to have the most legible and readable version of the logo yet. On top of this, the logo became more screen-friendly as well.
It is nothing short of contemporary. From this logo, you can tell that the brand is not afraid to adapt and reinvent their look when the situation calls for it.
The Pulse: Pepsi’s 2023 Logo
Pepsi recently revealed their new logo that caught the attention of consumers and other business owners. Compared to the previous logo that they have been using for more than a decade, this new design features a modernized version of the classic Pepsi globe. Like any other news, this logo received mixed reviews both in the eyes of customers and marketers.
The reason behind the change
The decision of one of the world’s most recognized soft drink brands was driven by their desire to stay relevant in an ever changing market. Pepsi recognized that their previous logo, which has stayed with their company since 2008, no longer gives sparks to their customers. Pepsi wanted a design that would be instantly recognizable and would be appealing to the new generation of consumers.
The new logo icon
The new Pepsi logo retains the iconic globe logo – which has been a trademark of the brand for decades. However, the globe has been redrawn to give it a more three-dimensional appearance. It also features a series of circular shapes that radiate from the center of the globe, which gives it a dynamic and modern look.
Pepsi’s new design is meant to convey a sense of energy and excitement while still retaining the classic elements that people associate with the brand. What do you think of this new icon?
The new logo font
In addition to the redesign globe icon, you may also notice the change in font. From a bold, sans-serif font that’s easy to read and is easily recognizable to a similar font but is slightly enhanced for a more modern look.
You may find that the letters are slightly thinner and more streamlined, which gives the logo a sleek and sophisticated look.
The new logo colors
Pepsi retained its iconic blue, white, and red color combinations, which has been associated with the brand for decades. However, the colors have been adjusted slightly to give them a more vibrant and modern feel. Blue is now brighter, while the red is deeper and richer, and the white is now brighter, which creates more dynamic for an eye-catching logo.
Conclusion
The evolution of the Pepsi logo is a winding road. But it is the responsibility of any brand to evolve in order to survive the ever-changing market and consumer behavior.
For more than a decade, this cola company has been a trusted brand by beverage lovers around the world. This cola brand has strategically changed over the years to stay relevant through polarizing ways.
Looking for a trusty company logo?
Try setting up a logo design contest of your own. You will receive a variety of design bids from international graphic artists that can transform your brand. Platforms like DesignCrowd connect you with reliable graphic artists that know exactly what you need.
We’ve got more reads you will enjoy:
Written by DesignCrowd on Thursday, June 18, 2020
DesignCrowd is an online marketplace providing logo, website, print and graphic design services by providing access to freelance graphic designers and design studios around the world.
